Continued from last week:
Direct Mail: Still Important? Prospects need to have something in hand to judge the event's worth, so direct mail is still important. But reduce costs by not mailing to those who will never come.
E-Marketing: The Silver Bullet. Gradually shift your promotion effort from direct mail to e-marketing. Take steps to be sure you have everyone's email address plus appropriate "attributes" for each prospect (see Tip 122 - Know Your Target Audience).
Never Give Up. Promote right to the end—both to prospects and pre registrants. For example, send a "we miss you" blast email at 3:00 p.m. on the opening day. And don't shut down online registration, ever.
Pack the Hall. Prepare and implement a plan to "force" everyone down to the exhibit floor. For example, hold exhibit-only hours (no conferences) from 11:00 a.m. - 2:00 p.m.
Measure the Results. Code everything you do so you will know what worked/did not work. And begin preparing immediately for next year.